UX design for a large investment company
A wide audience, a large number of services and a complex website. Welcome Personas and Scenario. A framework for complex UX problems.
SYDNEY — January 2019
DPN is a property investment and finance company based in Sydney, NSW. It offers a variety of interconnected services and products:
- Property Investment Strategy
- Property Investment Reseach
- Positive Income Properties
- Loan and Finace service
- Property Management
- Insurance
A single customer may enquire for any of the services via digital advertising while many returning clients could be interested in new services.
Objective of the redesign is to improve the UX ensuring the products and services are presented clearly and improve the CR of the main landing pages.
Personas and scenarios
Defining the experience
Starting from DPN market positioning and customer data, it has been possible to create the profile of the current customers and the new market targets.
Personas and Scenario, not demographic range
Market and demographic data has been segmented to brain-storm Persona profiles. The profiles have been shared and improved thanks to the feedback of the large DPN team from Sales to Marketing and Customer Care.
The Personas are not based on demographic data such as age or gender but mostly on emotional status, life stages and sub-culture (TRIBE).
Wireframing and user journey back by Scenarios
Scenarios have been written to better understand and clarify the goals and emotional status of the Personas during the customer journey defining the entry and conversion point at any stage from suspect to returning clients.
The wireframe includes entry and conversion points.
The user journey and wireframes have been designed based on the scenarios to ensure the personas can easily navigate the pages, find the information needed and finally enquire.
Build the UI and the CMS
DPN has well defined brand identity. The design and the art direction has been based on the existing visual identity manual whilst the new UI elements have been introduced.
The website has been developed in Drupal 8 based on a Foundation Frame work with addition of a JS framework to handle animations.
User Testing
Several phases of user-testing have been done to collect data via VWO and Google analytics. Data from the user-testing has been analysed to produce a variation on the page structure and navigation which has been A/B testing to determine the validity of the new solution.
> See the final design
— Thanks for reading